Daily updates on what I’m reading
- Time to Rewrite the Brand Playbook for Digital – Advertising Age – CMO Strategy – CLIP: " .. a lot of marketing professionals also tend to forget that brands have always been the products of their media. When there was only print, logos were important. With radio, slogans (in jingles) took center stage. With TV, it became all about brand image communicated through the 30-second spot. Simply put, branding strategies have always been connected to specific media technologies.<br />
Change this technology, and the rules of branding crumble. That's why we need to stop asking the wrong questions.<br />
First wrong question: How to use digital tools to build brands?<br />
This reveals that we are still dealing with the strategy vs. implementation dilemma. The question should be: How can digital tools challenge what we call the brand? Instead of simply wondering whether we should spend more time and effort on developing strategy or focusing on implementation, our challenge is to address branding online simultaneously as behavior and technology."